The Global Alliance for Responsible Media (GARM) has unveiled a three-pronged action plan designed to eliminate harmful online content and ensure that bad actors have no access to advertiser funding.
The Alliance, launched last year by the World Federation of Advertisers (WFA) and the Association of National Advertisers (ANA) in the US, brings together a coalition representing $97bn in global advertising spending through 39 advertisers, six agency holding companies, seven leading media platforms and seven industry associations.
The new plan covers the following areas:
• Shared definitions: Eleven key definitions covering areas such as explicit content, drugs, spam and terrorism will enable platforms, agencies and advertisers form a shared understanding of what is harmful content and how to protect vulnerable audiences, such as children. Establishing these standards is seen as the first step needed to stop harmful content from being monetised through advertising.
• Common tools and systems: The Alliance will develop and adopt common tools that will create better links across advertiser controls, media agencies tools, and the platform efforts to categorise content. Creating these linkages should improve transparency and accuracy in how media investments are steered towards safer consumer experiences – in images, videos and editorial comments.
• Independent oversight: The Alliance intends to set up shared measurement standards so that the industry and platforms can fairly assess their ability to block, demonetise, and take down harmful content. Transparency via common measures and methodology for advertisers, agencies and platforms along with independent verification will be key to driving improvement for all parties. GARM will be activating this strategy starting in April.
“It’s time to create a responsible media supply chain that is built for the year 2030,” said Marc Pritchard, Chief Brand Officer at P&G: “one that operates in a way that is safe, efficient, transparent, accountable, and properly moderated for everyone involved, especially for the consumers we serve.
“With all the great minds in our industry coming together in partnership with The Global Alliance for Responsible Media, we can and should avoid the pitfalls of the past and chart a course for a responsible future,” he added.
Sourced from WFA
